AG E ABOUT ‘IKLAN’ OR
ADVERTISING BASIC COPYWRITING THE SCOPE DIGITAL COPYWRITING HOW TO DO IT/THE TIPS NDA
RES P GET A CLUE
OF WHAT IS COPYWRITING WHO IS BEHIND ALL OF THAT WILL HAVE PASSION IN ADVERTISING HOPEFULLY, CAN CREATE CONTENT/COPY ONSE
IKLANADVERTISING  IN BUSINESS IS
A FORM OF MARKETING COMMUNI- CATION USED TO ENCOURAGE, PERSUADE, OR MANIPULATE AN AUDIENCE (VIEWERS, READERS OR LISTENERS; SOMETIMES A SPECIFIC GROUP) TO TAKE OR CONTINUE TO TAKE SOME ACTION (WIKIPEDIA). ADVERTISING IS SIMPLY THE COMMUNICATION OF A SALES OR PERSUASIVE MESSAGE DESIGNED TO AFFECT ATTITUDES OR BEHAVIORS TOWARD THE ADVERTISED PRODUCT." - Don E. Schultz From Essentials Of Advertising Strategy.
DEMOGRAPHIC by AGE Source: :
APJII, Indonesia Internet Profile, Des 2012 DIGITAL IMMIGRANT This older generation knew internet when they were an adult. Need to learn and adapt DIGITAL NATIVE This younger generation born and living in the internet era. They tend to make trends in cyber 9,9 % 11,6 % 10,9 % 9,1 % 14,2 % 11,8 % 10,9 % 10,1 % 6% 3,1 % 15 - 19 20 - 24 12 - 15 30 - 34 25 - 29 50 - 54 45 - 49 40- 44 35 - 39 55 - 59
DEMOGRAPHIC by AGE Source: :
APJII, Indonesia Internet Profile, Des 2012 INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years old (58,4 %) 9,9 % 11,6 % 10,9 % 9,1 % 14,2 % 11,8 % 10,9 % 10,1 % 6% 3,1 % 15 - 19 20 - 24 12 - 15 30 - 34 25 - 29 50 - 54 45 - 49 40- 44 35 - 39 55 - 59
65,7 % 52 % 45%
1,9 % HP TABLETLAPTOPPC DEVICES USED Source: : APJII, Indonesia Internet Profile, Des 2012
SPEND TIME W/ FAMILY WHAT
DO THEY WHEN THEY’RE ONLINE 87,8 68,3 62,1 57,9 22,4 18,5 5,9 68,9 11,6 SOCIAL MEDIA DL/UL VIDEO NEWS EMAIL CHATTING ONLINE GAME VIDEO CALL OTHERS BROWSING Source: : APJII, Indonesia Internet Profile, Des 2012
69 35 29 17 14
6 6 IN BED WAITING WATCHING TV SPEND TIME W/ FAMILY COMMUTER LINE MEETING/CLASS BATHROOM Source: InMobi, Mobile Media Consumption WHERE THEY ONLINE?THEIR ONLINE BEHAVIOUR In INDONESIA, PEOPLE LIKE TO USE MOBILE PHONE when THEY’RE ALONE
43 37 36 23 20
16 16 WHATSAPP BBM LINE FB MESSENGER WECHAT KAKAOTALK SKYPE INDONESIAN LIKES TO CHAT...A LOT Source: On Device Research 2013 THEIR CHATTING HABIT INDONESIAN S ARE A VERY SOCIAL AND “CHATTY” MARKET
INFORMATION ARCHITECTURE Structural design of
shared information environments. Organizing and labeling websites, intranets, etc. Activities that require explicit details of complex information systems. Include library systems and database development.
THREE MAIN TYPES OF USER
INTERFACES: (1)command language: the user must know the machine and program-specific instructions (2) menus: user chooses the commands from lists displayed on the screen (3) Graphical User Interface (GUI): user gives commands by selecting and clicking on icons displayed on the screen
FIVE COMPONENTS OF USABILITYLearnability: How
easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency: Once users have learned the design, how quickly can they perform tasks? Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction: How pleasant is it to use the design?
HOW TO CREATE CONTENT/COPY KISSKeep
It Simple, Stup*d Lewis Raven, Associate Creative Director, glue Isobar, “...It's so, so easy for readers to get distracted online”... “Make your point with precision...” “Follow your instruction to 'click here', 'roll over', or 'buy now!' ...” “...People read copy differently online than they do offline, so advises "writing visually“ "Online users view text rather than read it. They scan, skim and scroll. Normally at high speed...” Eloise Smith, Creative Director at Euro RSCG London “....Online text behaves differently from print – it's clickable, scrollable, copyable and searchable..”
HOW TO CREATE CONTENT/COPY It's
a cliche, but knowledge is power. Or in the case of a digital copywriter — fuel. In order to be successful, YOU NEED TO KNOW THE PRODUCT, YOUR AUDIENCE AND THE SPACE WHICH YOU'RE WRITING FOR, INTIMATELY.
TWEETS ARE LIMITED TO 140
CHARACTERS SO THEY CAN BE CONSUMED EASILY ANYWHERE, EVEN VIA MOBILE TEXT MESSAGES. THERE’S NO MAGICAL LENGTH FOR A TWEET, BUT TWEETS SHORTER THAN 100 CHARACTERS, GET A 17% HIGHER ENGAGEMENT RATE.- BUDDY MEDIA DID YOU KNOW?
AWARD WINNING * Cannes Lions
Awards - Direct: Digital Marketing - Silver Lion * Cannes Lions Awards - Cyber: Viral - Bronze Lion * One Show Awards - Best Use of Social Media - Gold Pencil * CLIO Awards - Social Media - Bronze * CLIO Awards - Innovative Media - Bronze * IAB MIXX Award - Viral Marketing - Silver * OMMA Awards - Best in Show & Best Viral Campaign * Adweek Project Isaac Awards - Social Media Invention * Golden Award of Montreux - Viral Marketing - Gold Medal * Food & Beverage (FAB) Awards - Viral Marketing - Finalist * Digiday Awards - Best Creative * LIA Awards - Digital Specialism: Viral - Finalist * ADC Awards - Interactive: Online Content - Merit * Effie Awards - Single Engagement - Finalist (TBD)
REMEMBER S.A.L.E.S SPEAK THEIR LANGUAGE
ALWAYS IMAGINE THEM LIVE the EXPERIENCE EXTRAORDINARY ATTITUDE SLEEP with THE BRAND TO MASTER DIGITAL COPYWRITING, YOU NEED TO UNDERSTAND PEOPLE'S ONLINE BEHAVIOR Advertising in business is a form of marketing communication KEEP IN 2: WHAT TO SAY HOW TO SAY